Julia Chopp (left) and Keanna Samuels at an educational event they hosted on June 19 for queer buyers and renters, which drew 25 people (photo: King Realty Co., Brokerage).
For many prospective homeowners, finding the right property is only one part of the process. Equally important is connecting with a real estate professional who understands their situation and treats them with respect and without judgment.
Keanna Samuels and Julia Chopp, agents with Toronto-based King Realty Co., focus their practice on closing that gap for members of the LGBTQ+ community. With nearly three years of experience, Samuels brings established industry knowledge, while Chopp, who has been practicing for about a year and a half, concentrates on creating a welcoming, informative presence online. Together they aim to make real estate more approachable for queer buyers and renters.
“As queer agents, we want to connect with the community and create a space where people can ask questions, connect with like-minded professionals and feel safe,” Samuels said. “When I started being openly myself and letting people know I could be a trusted resource for queer clients, my business grew significantly.”
An underserved market
Buying or selling a home often requires sharing private details about family structure and long-term plans. For many in the LGBTQ+ community, that can feel risky if a real estate professional doesn’t create an accepting environment. Samuels and Chopp say many queer clients experience anxiety about being misunderstood or judged.
“The biggest thing for queer folks is feeling safe,” Chopp said. “There’s a lot of uncertainty when you don’t know whether the person across the table will understand your situation.”
Because there are relatively few out queer agents, many buyers intentionally seek agents who share or understand their lived experiences. That comfort makes it easier to ask detailed questions and to discuss non-traditional household arrangements openly.
One area where specialized knowledge matters is financing and deal structure. Co-ownership arrangements — where several people combine income and credit histories to qualify for a mortgage — are common among Samuels’s clients. These arrangements can involve co-parents, friends or couples, but many buyers are unaware they are an option because brokers and agents don’t always explain them clearly.
Filling that knowledge gap has become a regular part of the duo’s work. Rather than relying on standard pre-approval conversations, they take time to explain alternative paths to homeownership so clients can make informed choices.
Chopp frames the issue more as a lack of education than deliberate exclusion. “Many professionals aren’t intentionally prejudiced — they simply haven’t been taught how to ask basic, respectful questions, like which pronouns a client uses,” she said. Improving industry education and awareness, she argues, is essential to better serve queer clients.
Building an audience on TikTok
Both agents chose TikTok as their primary platform because, in their view, it’s where many potential buyers go to research and learn. “People don’t just use search engines the way they used to — a lot of research happens on TikTok now,” Samuels noted. Their objective is to appear for searches related to queer real estate agents in Toronto and to provide clear, accessible information.
They model parts of this strategy on their broker, Bethany King, who established a strong client base through social media. The duo’s videos double as marketing and as a forum where followers can ask questions or share housing market frustrations. Samuels invests extra care into listing videos, while Chopp uses the platform to attract clients who align with her values and to be selective about the work she accepts.
Some of their videos have reached tens of thousands of views, while others register more modest engagement. Both results serve different purposes: high-reach clips raise awareness broadly, while consistent, targeted content builds trust and attracts clients who value their approach.
Support from the brokerage
Samuels credits King Realty Co. with making inclusivity part of the firm’s public identity, not just an internal policy. The brokerage has been explicit about not tolerating discriminatory behavior and about supporting agents who face bias from clients or colleagues. That institutional backing has empowered both agents to present themselves authentically online.
Chopp said she initially worried about being taken seriously because she does not fit the stereotypical image of a real estate agent. Posting authentically helped reduce that anxiety. “Entering this industry was scary. For a while I limited myself based on what I thought other people expected. Since using social media to grow my business on my terms, I’ve become more confident showing up as myself,” she said.
By combining community-focused education, practical guidance on financing options and visible support from their brokerage, Samuels and Chopp are creating a more accessible path to homeownership for queer buyers and renters in Toronto.